As younger travellers in Asia Pacific seek more than just perks and points, Marriott Bonvoy is reshaping the meaning of loyalty. Gen Z and Millennials are now looking for emotional connection, cultural resonance, and experiences that reflect their identity—and Marriott Bonvoy is responding with a bold pivot toward passion-led engagement.
MARKETECH APAC spoke with John Toomey, chief commercial officer for Asia Pacific (excluding China) at Marriott International, about the company’s evolving loyalty strategy and how partnerships like its recent collaboration with K-pop sensation ENHYPEN are helping Marriott meet the expectations of a new generation of travellers.
Loyalty becomes personal
“Loyalty today is no longer transactional; it’s deeply experiential, especially for Gen Z and Millennials,” said Toomey.
“These travellers value brands that reflect their personal identity, cultural interests, and purpose-led choices. They aren’t just booking hotels; they’re seeking emotional and cultural connections,” he added.
Toomey explained that Marriott International understands this shift goes beyond simply offering hotel benefits. That’s why, through its Marriott Bonvoy Moments programme, the brand is giving members access to curated experiences—from culinary adventures to major sporting and music events—that connect directly to their interests.
“We’re connecting members to what they’re passionate about,” Toomey explained. “And through our hyperlocal strategy, we’re tailoring offerings to reflect the distinct cultural nuances of each market in our diverse region, because we understand that no one size fits all.”
This approach is supported by a growing ecosystem of partnerships—from co-branded credit cards to integrations with local platforms like Rakuten in Japan and Gojek in Indonesia—enabling members to earn and redeem points in their everyday lives, not just during travel.
Luxury, cultural relevance, and the ENHYPEN fever
Marriott’s recent collaboration with ENHYPEN at The Ritz-Carlton, Tokyo, exemplifies its new direction in loyalty. Designed as an exclusive Marriott Bonvoy Moment, the event gave fans once-in-a-lifetime access to the global K-pop group through a live talk session.
For this event, 150 lucky members were given the chance to experience the Marriott Bonvoy Moment in Japan with ENHYPEN. Members were able to interact with their idols during a live talk event, and Toomey witnessed firsthand how passions like music can connect people.
“ENHYPEN is a cultural phenomenon among Gen Z and Millennial audiences—two cohorts who are shaping the future of travel,” said Toomey. “They don’t just want luxury; they want experiences that spark emotion, self-expression, and cultural connection.”
For Marriott, the event reflects a broader shift: transforming hotels into cultural destinations and its loyalty programme into a lifestyle platform. “We’re curating moments that go beyond a room key,” he added.
The company is also activating this approach across the region. In Thailand, Marriott Bonvoy Moments tied into Siam Music Fest and Bangkok Music City, while other events include culinary workshops with top chefs and art series at properties like Moxy Bangkok.
“We partner with local experts, artists, and creatives who know what resonates within each country’s unique social fabric. We’re not just hosting events; we’re connecting our members to the culture and community in ways that resonate with their passion points,” Toomey shared.
Building the future of loyalty
As more travellers embrace digital-first experiences, Marriott Bonvoy has been expanding its mobile capabilities to keep pace. Toomey noted that downloads of the Marriott Bonvoy app have doubled and app users generate significantly higher customer lifetime value—suggesting a growing role for digital platforms in shaping guest loyalty.
“We’re leveraging this platform to deliver real-time personalisation and convenience,” he explained. “Members can discover and redeem exclusive Marriott Bonvoy Moments, book stays, manage their profiles, and receive tailored offers, all within the palm of their hands.”
At the same time, Marriott is future-proofing its loyalty model by tying it to purpose and impact. The ‘Good Travel with Marriott Bonvoy’ programme—launched during the pandemic—offers members meaningful ways to give back and make a positive impact while exploring the world, such as through marine conservation, cultural preservation, and community engagement.
“The next frontier of loyalty is being defined by purpose, personalisation, and participation. With Marriott Bonvoy, we’re future-proofing our approach by aligning loyalty with meaning and relevance,” Toomey said.
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Whether it’s giving fans front-row access to K-pop stars, offering culinary adventures rooted in local tradition, or enabling purposeful travel experiences, Marriott Bonvoy is charting a new course for what loyalty can—and should—mean.
